BBBs mission is to be the leader in advancing marketplace trust. We do this by setting standards for marketplace trust, Encouraging and supporting best practices by engaging with and educating consumers and businesses, Celebrating marketplace role models, Calling out and addressing substandard marketplace behavior, Creating a community of trustworthy businesses and charities.

BBB sees trust as a function of two primary factors integrity and performance. Integrity includes respect, ethics, intent, and working towards a diverse, inclusive, and equitable marketplace. Performance speaks to a businesss track record of delivering results in accordance with BBB standards and/or addressing customer concerns in a timely, satisfactory manner.